The worldwide market for video‑game software has been expanding at a steady compound annual growth rate of roughly three percent over the last four years, and analysts expect this trajectory to continue for the next four‑year horizon. Yet, despite this healthy financial outlook, player behaviour shows a strong preference for the familiar: about two‑thirds of gamers say they gravitate toward sequels or titles that feel like what they already know, while only one in five actively seeks out brand‑new experiences. These insights come from Bain & Company’s latest annual Gaming Report, which collected responses from more than 5,300 players across a broad range of regions and demographics. The survey asked participants to reflect on their recent gaming habits, the types of experiences they value, and their attitudes toward emerging technologies such as generative artificial intelligence.
A recurring theme among respondents was frustration with what the firm calls the "unfocused middle" of the market. This phrase describes games that are overly generic, safe, or shallow—titles that fail to differentiate themselves and therefore struggle to capture lasting interest. To illustrate the concept, the report contrasts two recent releases: **Baldur’s Gate 3** and **Concord**. Baldur’s Gate 3 succeeded by deliberately targeting a narrow, highly‑engaged audience that craved deep role‑playing mechanics and narrative richness.
In contrast, Concord entered a crowded hero‑shooter segment and found it difficult to persuade players who were already invested in free‑to‑play ecosystems to spend a full $40 on the game. Bain & Co examined public data for a sample of 100 games launched since 2023. The analysis revealed a striking disparity: 83 % of titles that were sharply focused on a specific player archetype reached commercial viability, whereas only half of the unfocused, broadly‑aimed releases managed to do the same.
This suggests that clarity of purpose—not necessarily budget size—drives market performance. Player preferences for genre and style are also highly fragmented.
When asked which type of experience they favored—story‑driven adventures, open‑world sandbox or user‑generated content, or competitive multiplayer—no single category attracted more than 26 % of respondents. About 20 % indicated that their choice varies with mood or that they treat the categories as roughly equal, while 17 % either selected "none of the above" or mentioned other niche genres.
The report identifies two major forces reshaping the industry today: growing demand from players and the rapid adoption of generative AI tools by developers. Younger gamers, in particular, are concentrating their playtime on a limited set of platforms, with Roblox highlighted as a focal point that has become "the centre of gravity for the entire gaming ecosystem" over the past five years. On the AI front, Bain & Co notes that studios are leveraging generative technologies to accelerate production pipelines, create assets, and even generate dialogue.
However, the firm warns that AI alone does not mitigate risk unless a clear target audience is defined. As one analyst put it, AI can "scale the wrong bet faster" if developers pursue vague, unfocused concepts.
Looking ahead, Bain & Co predicts that the companies that will thrive are not necessarily those with the deepest pockets or the most sophisticated AI stacks. Instead, success will belong to studios that, early in the development cycle, articulate a player persona in a single, concise sentence and align all resources—creative, technical, and marketing—around that vision.
Player sentiment toward AI in game creation has softened over the past year. Forty‑two percent of surveyed gamers now feel more comfortable with AI usage than they did twelve months ago, another 44 % say their comfort level is unchanged, and fewer than one in seven express increased discomfort. The shift is most pronounced among teenagers: 59 % of respondents aged 13‑17 report heightened comfort with AI, while 33 % say their view remains the same. "For studios worried that AI adoption carries reputational risk with their player base, this data suggests the window to move is open, particularly with the audiences who will define the market over the next decade," a Bain & Co spokesperson explained.
The firm also highlights that AI can deepen developers’ understanding of their audiences. New analytical tools can track engagement patterns, surface the features that resonate most, and create tighter feedback loops between creators and communities. Personalisation is another lever that the report finds increasingly effective. Tailored communications, targeted advertising, and bespoke in‑game content can boost spending, especially among younger players.
In fact, 86 % of teenagers reported spending money on gaming‑related activities each month, compared with just over half of players in their 50s, 36 % of those in their 60s, and 27 % of those in their 70s. These activities encompass purchases of new games, downloadable content, subscription services, and even tips for streamers, but they exclude hardware such as consoles or VR headsets.
Direct purchases from developers’ own web stores are also on the rise. Nearly half of all gamers said they buy directly from a studio at least once a year, and 27 % do so repeatedly. The trend is strongest among the youngest cohort: 40 % of players aged 13‑17 reported making multiple direct purchases in the past twelve months. Anders Christofferson, global lead of Bain & Co’s Video Game sector and partner in its Media & Entertainment practice, summed up the strategic implication: "The question for gaming executives is no longer solely about reaching more players.
It's reaching the right players, in the right way, and getting more ownership over that relationship. The studios pulling ahead are the ones that have made a deliberate choice about who they are building for and are aligning every resource behind that answer; AI, distribution, and personalisation alike." In summary, the Bain & Co Gaming Report underscores a clear message for the industry: focus matters. By identifying a narrowly defined audience, employing AI thoughtfully, and delivering personalized experiences, developers can not only navigate the fragmented preferences of today’s gamers but also capture a larger share of the steadily growing global gaming market.